In this guide
Social media marketing (SMM) prices vary widely because “social media marketing” can mean anything from a few posts a week to fully managed ad campaigns on several platforms. This guide explains what you are actually paying for, so you can compare quotes and set a realistic budget.
Quick answer: your total cost has two parts: management (strategy, content, community management and reporting by a person or agency) and ad spend (paid directly to Meta, LinkedIn, TikTok and others). Always ask for them separately.
The main ways SMM is priced
| Model | How it works | Best for |
|---|---|---|
| Monthly retainer | Fixed fee for an agreed number of platforms, posts and campaigns | Ongoing, predictable work |
| Percentage of ad spend | Management fee calculated as a share of the ad budget | Larger paid campaigns |
| Project fee | One-off price for a launch, audit or profile setup | Getting started or fixing the basics |
| Hourly | Billed for time spent | Ad-hoc help and consulting |
What affects the price
- Number of platforms: each platform needs its own content format and attention.
- Content volume and type: designed graphics and short videos take more time than simple text posts.
- Paid campaigns: audience research, creative testing, retargeting and daily optimisation add management time.
- Community management: replying to comments and messages, especially if response times matter for sales.
- Reporting and tracking: setting up pixels and conversion events so results can be measured properly.
How much should you spend on ads?
There is no universal number. Work backwards from your goals: decide how many leads or sales you want each month, estimate your likely cost per lead from a test campaign, and budget accordingly. Start with a test budget large enough to gather meaningful data over a few weeks, then scale the campaigns and audiences that work.
In-house vs freelancer vs agency
- In-house: deep brand knowledge, but salary, tools and training add up, and one person rarely covers strategy, design, video and ads equally well.
- Freelancer: flexible and often affordable, but capacity and skill range can be limited.
- Agency: a team covering strategy, creative and paid media, with processes and reporting, at a higher fee than a single freelancer.
Questions to ask before you sign
- Which platforms and how many posts, videos and campaigns are included each month?
- Is ad spend included in the fee or paid separately to the platforms?
- Who owns the ad accounts, pages and content?
- How will results be tracked and reported, and which KPIs matter?
- What is the minimum contract length?
Get a clear quote
Our social media marketing services separate management fees from ad spend, so you always know where your money goes. If you are also deciding between search and social ads, read PPC vs SEO.
Frequently asked questions
Is ad spend included in social media marketing fees?
Usually not. Ad spend is paid directly to the platforms, and the management fee covers strategy, content, campaign management and reporting. Ask for both figures separately in any quote.
Which platform gives the best results for the money?
It depends on your audience: Facebook and Instagram for most local and consumer businesses, LinkedIn for B2B, and TikTok or YouTube for video-first audiences. Testing with a small budget shows which converts best for you.
How long should I run social media marketing before judging it?
Give paid campaigns a few weeks to gather data and optimise, and organic content several months of consistent posting before judging results.
Can I do social media marketing myself?
Yes, many small businesses start themselves. An agency or specialist becomes worthwhile when you want consistent content, paid campaigns and proper tracking without taking time away from running the business.
What should a monthly social media report include?
Reach, engagement, follower growth, website clicks, leads or sales, ad spend and cost per lead, plus what will change next month.
Want a straight answer for your project?
Tell us what you’re planning. We’ll reply within one business day with honest advice, a timeline and a free, itemised estimate.